Agronomists (scientists and extensionists), despite the emergence of interactive approaches, still have troubles with (the introduction of) innovations, such as sustainable forms of agriculture. This article critically addresses such difficulties based on the evaluation of a project mainly concerning the introduction of Integrated Crop Management in a Greek village. Evaluation brought to light a number of 'weaknesses' which led to a rupturing of the project. Among them, despite the 'triple bottom line' and 'interactive innovation' rhetoric, the top-down and agro-scientific approach that was taken in practice, which resulted in bypassing the multifaceted nature of such projects and in misunderstandings among the parties involved, emerged as crucial. Therefore, prerequisites, in both theoretical and practical terms, of designs for interactive learning/innovation are outlined.